Protecting your brand in the digital age.

When a company's value is secured by its reputation and customer trust, brand protection becomes a strategic priority. Proactively registering intellectual property, applying authentication and traceability technologies will help many businesses create a "barrier" to protect their reputation, enhance product value, and stand firm in the competitive digital environment.

Ms. Vu Thi Hoa develops a sustainable agricultural ecosystem in Dinh My commune. Photo: Ai Nhan.

According to Tran Giang Khue, Head of the Ho Chi Minh City Representative Office of the Intellectual Property Office, registering and protecting intellectual property rights is not only a legal requirement but also a vital factor for the sustainable development of businesses in the digital age. Besides legal solutions, many technological solutions such as traceability and anti-counterfeiting using codes and QR codes are presented as effective tools suitable for small and medium-sized enterprises.

In reality, many businesses proactively build brand protection strategies from an early stage. Sang Xanh Limited Company is developing and expanding a sustainable agricultural ecosystem with the "Ba Vui" brand in Dinh My commune. Ms. Vu Thi Hoa - Director of Sang Xanh Limited Company - affirmed: "Protecting and developing a brand is vital for businesses in today's fiercely competitive market. It's not just about protecting the name or logo, but about protecting the most valuable intangible asset of a business."

Sang Xanh Limited Liability Company practices a circular organic farming model (VAC - garden - pond - livestock), adhering to the "six no's" principle: No genetically modified seeds, no herbicides, no growth stimulants, no pesticides, no chemical fertilizers, and no post-harvest preservatives. The company's core products are clean agricultural products including eggs, fish, broiler chickens, vegetables, and fruits, supplied to schools, restaurants, hotels, and consumers. Alongside production development, the company always focuses on building a legal and reputational "barrier" to prevent negative external influences.

In the digital age, intellectual property and brands have become the most valuable assets of businesses. While previously, a company's strength lay in its factories and machinery, today, its core value lies in creative ideas, patents, and customer trust. However, the more famous a brand becomes, the higher and more sophisticated the risk of infringement, counterfeiting, and imitation. With just a virtual store or fake website, infringers can reach millions of consumers in a short time, causing significant economic and reputational damage.

Businesses unanimously agree that development coupled with brand protection increases product strength, reach, and value, thereby expanding the market and achieving sustainable growth. Sharing his views with the An Giang business community, Dr. Bui Van Quyen, Chairman of the Vietnam Invention Association, emphasized: “Brand protection in the digital age is no longer a matter for a single business, but a total war requiring close cooperation from three pillars: regulatory agencies, businesses, and technology.”

An Giang is experiencing strong development in high-tech agriculture and commercial services, while simultaneously implementing Resolution No. 57-NQ/TW of the Politburo on the development of science, technology, innovation, and national digital transformation. In particular, protecting and developing brands and combating counterfeit goods in the digital age are considered key drivers for enhancing competitiveness and promoting the development of a knowledge-based economy.

Mr. Tran Thien Linh, Deputy Head of the Standards, Metrology and Quality Control Department of the Department of Science and Technology, stated: “Building and protecting brands for the province's distinctive products such as rice, catfish, and OCOP products is a key task. In the digital environment, businesses not only need to produce good products but also need to know how to properly protect them in cyberspace.”

Technology is becoming a key factor in combating counterfeit goods. Nguyen Viet Hong, General Director of VI NA Science and Technology Development Joint Stock Company (VINA CHG), recommends that businesses register for intellectual property and industrial design protection; apply technology for product authentication and traceability; and strengthen warning communication to help consumers easily identify genuine products.

Emphasizing the importance of technological solutions, Mr. Bui Van Quyen said: “Technology is the new ‘weapon.’ From blockchain in traceability, artificial intelligence in detecting trademark infringement to multi-layered smart labels, we must use technology to combat the fraud created by technology itself.”

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Source: https://baoangiang.com.vn/bao-ve-thuong-thuong-thoi-so-hoa-a475491.html